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Iro Opens on Broome Street With Plans for Rapid Expansion

A spring/summer campaign image
A spring/summer campaign image

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The French retail invasion presses on: Iro is now officially open for business at 450 Broome Street. The first U.S. outpost for the six year old brand rings in at 2,000 square feet and expects to do $3 million annually in sales. But don't expect the Soho shop to be the solo presence in the states: by 2015 founders Laurent and Arik Bitton hope to have 20 U.S. stores. Additional New York locations might include Madison Avenue, the West Village and the World Trade Center area. The brand is no stranger to rapid expansion—they open seven or eight stores per year in Europe.

Investors are taking notice. Most notably, Iro has been in talks with Guess and Andrew Rosen, but no final steps have been taken to solidify either relationship. The founders—who are also brothers, adorable—are ramping up advertising and PR efforts, including relocating their New York showroom to the second floor of the store's address, to effectively drive wholesale. Currently, the brand can be found in the NYC area at Barneys, Saks Fifth Avenue, Scoop, Intermix, and Zoe in Brooklyn. A U.S. e-commerce site is planned for June.
· Iro Opens First U.S. Store, More Planned [WWD]
· Manhattan Will See at Least Six French Store Openings This Year [Racked NY]
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Iro [Official Site]

Saks Fifth Avenue

611 5th Avenue, Manhattan, NY 10022 (212) 753-4000 Visit Website

Iro

450 Broome Street, New York, NY